Denver Nuggets forward Carmelo Anthony revisits the street where he grew up in a new ad by Wieden + Kennedy in New York for Jordan Melo 5.5, his second line of athletic apparel. Myrtle Ave., the notoriously rough street in Baltimore, is memorialized through the line’s shoe. The commercial, shot on location, shows Carmelo (actually a body double) walking down the street as kids play basketball. Figures from his past, his coach at Syracuse University, Bernard King, and mentor Kevin Liles, a vp at Warner Music Group, nod at him. The agency had to bring in security to ensure everything went smoothly. But using the real location was important, says assistant director Jesse Coulter. “Melo brings Baltimore with him to Denver everyday, and we wanted to show that,” he says. Wieden enlisted director Antoine Fuqua (Training Day, King Arthur)to “capture the essence of the neighborhood,” Coulter says.
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